Fifty Shades of Grey Lingerie range launched

Posted: July 26, 2013

Party plan specialists BlueBella has inked an exclusive licensing agreement to launch the Official Fifty Shades of Grey lingerie and underwear ranges in the UK and Ireland. Initially introducing a gift collection for men and women for Christmas 2013, and available for wholesale from August 2013, BlueBella will go on to create a comprehensive range for summer 2014 to coincide with the launch of the erotic trilogy’s first film, which will be directed by Sam Taylor-Johnson.

Founded in 2005 by Emily Bendell, BlueBella’s nationwide network of consultants continues to grow, supported by its e-commerce platform. The brand is also set for launch with key retail partners, including ASOS and Figleaves, in autumn 2013.

In 2010, BlueBella attracted six-figure investment from Lovehoney – creators of the Official Fifty Shades of Grey Pleasure Products and Personal Care collections – and, more recently, from James Averdieck, founder of luxury chocolate company Gü.

The debut BlueBella Fifty Shades of Grey collection will include a men’s cotton ‘Christian Grey’ boxer, a trio of panty gift sets featuring some of the book’s most memorable catchphrases, embroidered frill ribbon tie briefs, baby doll sets and detailed lace button-up briefs alongside stand-out ‘You. Are. Mine’ multi-use body bows and open bra and brief sets with detachable silk satin ties. Each piece in the women’s collection is said to be in keeping with BlueBella’s signature playful-meets-feminine design handwriting.

Emily Bendell, Chief Executive Office and founder of BlueBella said: “As we await the release of the Fifty Shades of Grey film, and a new wave of excitement surrounding the erotic phenomenon reaches fever pitch, we are thrilled to be developing the lingerie and underwear collections that will coincide with both the run-up to and launch of the film. The ‘Fifty Shades effect’ has benefited our business and the books have played a significant role in shifting perceptions of female sensuality. This is core to our vision too, so we feel this is a perfect partnership”

The collection will be debuted at Moda Lingerie & Swimwear, which takes place from 11th – 13th August 2013, at the NEC. Suggested retail prices range from £12 to £40.

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